Sodaly is a challenger-brand in the soft drink market. Their existing core creative idea, ‘Get Sodaly Addicted’, encourages consumers to ‘get hooked on the good stuff’, promising a drink that’s all upside with no compromise.

This group assignment challenged us to take this idea even further in a phase two of the campaign.

Our creative idea was rooted in a simple question that came to mind while researching: If Sodaly has none of the bad stuff that gets people addicted to the big brands, then how can it be addictive?

Instead of trying to get to the bottom of this mystery, me and my art-directing creative partner made it the foundation of our campaign - making Sodaly a scientific anomaly, and a Sodaly addiction the addiction that defies science.